Cinesite expands XR capabilities with Adipat Virdi as executive director

Adipat Virdi_Executive Director, XR (Global)

We’re pleased to announce the appointment of Adipat Virdi as Executive Director, XR (Global). Adi will join our leadership team and oversee Cinesite’s XR initiatives worldwide.

With a proven track record in XR and immersive technologies, Adi brings over two decades of experience. He has a background in experience design and immersive storytelling, skills which he has brought to projects for a wide range of major brands and organisations such as BBC, Sony, Netflix, Virgin Atlantic, HSBC, Cosworth, Harbour Immersive, NASA, Charlotte Tilbury, Balenciaga, Lamborghini, Nike, IoC, Real Madrid and PagoNXT amongst others. Adi specialises in developing immersive storytelling frameworks for both social and commercial impact. He joins us from Facebook (Meta), where he was the Global Creative Product Lead for Immersive, spearheading the Emerging Platforms team’s exploration of VR / XR and immersive experiences.

“We are thrilled to welcome Adi to the Cinesite group,” said Cinesite’s CEO, Antony Hunt. “His expertise in XR will be invaluable as we continue to push the boundaries of immersive storytelling and expand our offerings in this rapidly growing market.”

Adi will drive Cinesite’s XR strategy, foster collaboration across the company’s global studios, and explore new opportunities for XR applications in entertainment, fashion, the automobile industry, and beyond.

“At Cinesite, our decades of experience crafting stunning visual effects for Hollywood blockbusters have equipped us with a unique understanding of storytelling and immersion,” said Adi. “Now, we’re excited to leverage this expertise to create XR experiences that truly transport audiences into the heart of the action. Our goal is to make them feel like they can choose to be main characters and dynamic participants rather than just passive observers.”

Our appointment of Adi reinforces the Cinesite’s commitment to innovation and our position as a leader in the immersive sector. Adi’s appointment follows the Immersive division launch in January 2024. Since then, we have announced a long-term partnership with Frameless, creators of the UK’s largest multi-sensory art experience. Our teams immersive work has been recognised by several awards including: